PepsiCo inks deal with Asian Football Development Project

Under the theme 'Kick for Hope', the partnership will cover over 40 countries with a special focus on the Middle East and India, a statement released here said.

DUBAI: Global food and beverage major PepsiCo has announced that it has entered into a one-year strategic partnership with the Asian Football Development Project (AFDP).

Under the theme 'Kick for Hope', the partnership will cover over 40 countries with a special focus on the Middle East and India, a statement released here said.

The signing of the agreement will see both PepsiCo and AFDP join hands in the execution of major social responsibility projects using football as a tool for social development in at least 18 countries throughout Asia in 2013.

The focus will be on the Middle East and India-- across 11 countries including the UAE, Jordan, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, Iraq, Lebanon, and Yemen in addition to India, the statement said.

"PepsiCo has a long association with football, the world's most popular sport and we strongly believe that it is a powerful agent for social change and development," said Saad Abdul-Latif, Chief Executive Officer, PepsiCo Asia, Middle East & Africa.

"As we enter into this strategic partnership with the AFDP, we trust that through our shared values and the strength of our conviction in the power of the game to drive social development, we will be able to positively impact local communities in Asia and in the Middle East," he said.

Women's football in the Middle East and India is developing strongly, and, with the projects to be rolled out as part of this partnership and under the theme of 'Kick for Hope', it is anticipated to grow even further.

"We at AFDP very much admire PepsiCo's long-standing commitment to empowering women especially in the Middle East and India where there are many challenges to overcome and stereotypes to break.

Together with PepsiCo we hope to further facilitate access to safe environments where women and girls can get together and actively engage in a fun, healthy and safe sport that builds character and teaches social skills which are useful on and off the field, both football and society as a whole in Asia can only benefit from that," Prince Ali Bin Al Hussein said.